Permasalahan penelitian : (1) bagaimana model saluran pemasaran ubi kayu di kelurahan karang harapan kecamatan tarakan barat kota tarakan ?. (2) berapa jumlah margin pemasaran yang diperoleh masing-masing lembaga pemasaran dan farmer’s share yang diterima petani ubi kayu di kelurahan karang harapan kecamatan tarakan barat kota tarakan ?. (3) bagaimana peran sistem informasi pasar dalam pemasaran ubi kayu di kelurahan karang harapan kecamatan tarakan barat kota tarakan ?. tujuan penelitian : (1) menganalisis model saluran pemasaran ubi kayu. (2) menganalisis margin pemasaran yang diperoleh masing-masing lembaga pemasaran dan farmer’s share yang diterima petani ubi kayu (3) menganalisis peran sistem informasi pasar dalam pemasaran ubi kayu. metode analisis yang digunakan adalah analisis deskriptif dan analisis kuantitatif seperti analisis marjin pemasaran dan farmer’s share. berdasarkan hasil analisis diperoleh kesimpulan sebagai berikut : (1) lembaga pemasaran yang terlibat dalam saluran pemasaran komoditi ubi kayu di kelurahan karang harapan meliputi pedagang pengumpul i dan pedagang pengumpul ii dan terdapat 3 (tiga) saluran pemasaran ubi kayu di kelurahan karang harapan kecamatan tarakan barat kota tarakan yaitu: saluran i : petani – konsumen akhir, saluran ii : petani – pedagang pengumpul i – konsumen akhir, dan saluran iii : petani – pedagang pengumpul i – pedagang pengumpul ii – konsumen akhir. (2) total margin pemasaran pada saluran i tidak terdapat marjin dalam pemasarannya dengan farmer’ share sebesar 100%, total marjin saluran ii sebesar rp. 2.000/kg dengan farmer’ share sebesar 60%, total marjin saluran iii sebesar rp. 4.000/kg dengan farmer’ share sebesar 42,86%. pada ketiga saluran pemasaran yang ada di kelurahan karang harapan saluran i dan ii dikatakan lebih efisien dimana nilai presentase farmer’s share lebih besar dari 50%. tetapi pada saluran i hanya bisa dijangkau oleh konsumen yang berada didekat dengan lokasi kebun ubi kayu. sehingga konsumen yang berada cukup jauh dari lokasi peneliti lebih memilih membeli ubi kayu yang berada di saluran ii dengan pertimbangan bahwa jarak, biaya, dan waktu. (3) peran sistem informasi pasar adapun sumber informasi pasar yang telah di pakai oleh responden, jumlah informasi yang di manfaatkan responden, kemutakhiran informasi pasar, keaktifan responden mencari informasi pasar, dan cara responden mengelola informasi. saran yang dapat diberikan dalam penelitian ini adalah : (1) petani dapat memilih saluran pemasaran yang lebih efisien seperti yang dianalisis sebelumnya yaitu saluran i, yaitu petani langsung menjual produk ubi kayu karena tidak melibatkan lembaga pemasaran sehingga petani bisa menjadi sebagai pihak penentu harga (price maker) dan petani lebih aktif mencari informasi pasar sehingga posisi tawar petani lebih kuat dan dapat meningkatkan pendapatan sekaligus kesejahteraan petani. (2) pemerintah sebaiknya lebih aktif memberikan penyuluhan kepada petani mengenai sistem pemasaran ubi kayu yang efektif agar bisa lebih mensejahterakan petani ubi kayu.

Research problems: (1) how was cassava marketing channel model in karang harapan subdistrict of west tarakan district of tarakan city (2) how much marketing margin which was obtained on each marketing organization and farmer’s share which were accepted by cassava farmer in karang harapan subdistrict of west tarakan district of tarakan city? (3) how was the market information system role in cassava marketing in karang harapan subdistrict of west tarakan district of tarakan city ?. research aimed to (1) to analyze cassava marketing channel model in karang harapan subdistrict of west tarakan district of tarakan city. (2) to analyze marketing margin which was obtained by each marketing organization and farmer’s share which were accepted by cassava farmer in karang harapan subdistrict of west tarakan district of tarakan city (3) to analyze marketing information system role in cassava marketing in karang harapan subdistrict of west tarakan district of tarakan city. the analysis methods used were descriptive analysis and quantitative analysis such as marketing margin analysis and farmer’s share. based on analysis result was obtained such as : (1) marketing organization which involved in cassava commodity marketing channel on karang harapan subdistrict included merchant collector i and merchant collector ii and there were 3 (three) cassava marketing channel on karang harapan subdistrict of west tarakan district of tarakan city which were : i channel : farmer – end consumer, ii channel : farmer – merchant collector i – end consumer, and channel iii : farmer – merchant collector i – merchant collector ii – end consumer. (2) total marketing margin on channel i there was no margin on its marketing with farmer’s share 100%, total margin of channel ii was rp. 2.000/kg with farmer’s share 60%, total margin of channel iii was rp. 4.000/kg with farmer’s share 42,86%. on three marketing channels which were on karang harapan subdistrict on channel i and channel ii were informed more efficient where farmer’s share percentage value was bigger than 50%. but on channel i it can only be reached by consumers who are close to the location of cassava gardens. so that consumers who are far enough away from the location of the researchers prefer to buy cassava in channel ii with the consideration that distance, cost, and time. (3) market information system role which was used by respondents, the amount of information that the respondent uses, the market information sophisticated, respondents activeness to search market information, and respondents method to manage information. the suggestion which given in this research were: (1) famer can choose more efficient marketing channel like it is analyzed before which is channel i, where famer directly sold cassava because they do not involve marketing organization with the result that farmer can be a price maker and farmer are more actively seeking market information therefore farmer is able to improve farmer bargain position and farmer can improve their income along with farmer prosperity. (2) the goverment should be more active to give counseling to farmer about selective cassava marketing system to welfare cassava farmer.